Google and other search engines are all about authority these days. We know that they want to deliver the very best. Often, that means delivering results that are related to brands. Big brands and people of authority are associated with quality information, and Google takes advantage of that.
We see it time and time again that well-known brands and people of authority rank more easily and more quickly than companies that are not branded and people who don’t have authority. Part of it is like a self-fulfilling prophecy – if you’re already popular, it’s easier for you to gain even more popularity. But it’s more than that, and that brands get a leg up over the competition regardless.
What are brand signals? They include many things, including anchor text related to your brand, the number of searches for your brand specifically, the number of times your brand is mentioned on social networks, and mentions on other websites. These all signal that your brand is one to pay attention to, and that’s something Google loves to know and incorporates into their search results.
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